A lot of people think that marketing is supposed to be creative. While you should of course apply your creativity to marketing, it’s important to remember that:
Marketing is not an art project;
it is a critical revenue-generating activity.
it is a critical revenue-generating activity.
How do you know the difference? Well, an art project means:
- Creativity comes first; function second
- You can do whatever you want – use any color, any materials, any size, etc.
- You may end up with something cool, or you may throw it in the trash. It doesn’t matter because creativity was the purpose of the activity
Contrarily, a marketing project that will drive revenue requires that you:
- Know exactly who you are trying to reach
- Know exactly what appeals to the people you are trying to reach
- Have a specific call to action based on exactly what you want those people to do
- Have a brand foundation (colors, fonts and words) upon which everything is built
- Apply your creativity only once you are absolutely sure everything above is covered
- Measure your efforts to make sure that you receive a reasonable return on your investment
Need some help? Give me a call at 31.453.7008
Virginia Ginsburg is an entrepreneur and business & marketing consultant who delivers strategic, affordable marketing services through her company accordionmarketing. She also writes a blog called Body > Mind > Business, which discuses the connection between business health and personal health, and the struggles she faces in pursuit of work-life balance. Virginia has an MBA from the University of Southern California and is currently (slowly) pursuing a Ph.D. in Psychology at UCLA. She has more than 12 years of experience as a senior marketing consultant, and has served as a trusted partner, coach and consultant to more than 100 sole proprietors, partnerships and corporations.
Virginia lives in Santa Monica, CA with her husband and daughter. As part of her passion for working with entrepreneurs, Virginia is actively involved in small business development projects in the U.S. and in developing countries.
Virginia lives in Santa Monica, CA with her husband and daughter. As part of her passion for working with entrepreneurs, Virginia is actively involved in small business development projects in the U.S. and in developing countries.
